These Mr Kipling desserts have been unveiled by Premier Foods as a new lineup of products for consumers to pick up this autumn to help celebrate the arrival of cooler temperatures and Halloween season. The limited-edition treats feature the imagery from some of author Roald Dahl's most iconic works including The Witches and more. The products are being launched with a promotion that will give shoppers the chance to win one of 100 weekly prices inspired by the story of The Witches.
Brand Director for Sweet Treats at Premier Foods Mathew Bird spoke on the new Mr Kipling desserts branding saying, "Despite the challenges we have all faced during the ongoing COVID-19 pandemic, consumers are still keen to engage with seasonal occasions over the coming months, as they look for opportunities to create positive experiences at home. Our returning favorites, alongside our new Roald Dahl inspired products from The Witches, have great appeal to a broad demographic of shoppers and are set to drive excitement and demand in the category again this year.”